Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in January with 152 million unique viewers, followed by VEVO with 51.5 million, Yahoo! Sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million. Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion, followed by Hulu with 877 million and VEVO with 717 million. The average viewer watched 22.6 hours of online video content, with Google Sites (7.5 hours) and Hulu (3.2 hours) demonstrating the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video ViewersJanuary 2012Total U.S. – Home and Work LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)*

Minutes per Viewer

Total Internet : Total Audience

181,115

39,995,849

1,354.7

Google Sites

151,989

18,633,743

448.7

VEVO

51,499

716,608

62.2

Yahoo! Sites

49,215

538,260

57.4

Viacom Digital

48,104

507,046

58.0

Facebook.com

45,135

248,941

22.0

Microsoft Sites

41,491

558,017

51.3

AOL, Inc.

40,991

419,783

51.4

Hulu

31,383

877,388

189.0

Amazon Sites

27,906

86,705

19.7

NBC Universal

27,096

95,034

17.2

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 5.6 billion video ads in January, with Hulu delivering the highest number of video ad impressions at 1.4 billion. Adap.tv ranked second overall (and highest among video ad exchanges/networks) with 652 million ad views, followed by BrightRoll Video Network with 598 million, Tremor Video with 580 million and Specific Media with 398 million. Time spent watching video ads totaled more than 2.3 billion minutes during the month, with Hulu delivering the highest duration of video ads at 540 million minutes. Video ads reached 47 percent of the total U.S. population an average of 38 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 43, while ESPN delivered an average of 20 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* ViewedJanuary 2012Total U.S. – Home and Work LocationsAd Videos Only (Content Videos Not Included)Source: comScore Video Metrix

Property

Video Ads (000)

Total Ad Minutes (MM)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet : Total Audience

5,558,261

2,329

38.4

47.3

Hulu

1,446,618

540

43.1

11.0

Adap.tv†

651,531

395

10.8

19.8

BrightRoll Video Network**

598,353

370

6.1

32.3

Tremor Video**

580,302

314

12.6

15.0

Specific Media**

397,941

187

5.6

23.2

Auditude, Inc.**

386,702

151

9.7

13.1

Microsoft Sites

385,581

149

11.2

11.2

SpotXchange Video Ad Marketplace**

356,755

207

10.3

11.3

ESPN

343,801

131

20.0

5.6

Viacom Digital

286,024

123

12.8

7.3

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.**Indicates video ad network†Indicates video ad exchange

Top 10 YouTube Partner Channels by Unique Viewers

The January 2012 YouTube partner data revealed that video music channels VEVO (50.6 million viewers) and Warner Music (29.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.8 million viewers, followed by Maker Studios Inc. with 12.5 million, FullScreen with 11.6 million and Big Frame with 8.2 million. Among the top 10 YouTube partners, VEVO demonstrated the highest engagement (62 minutes per viewer) and highest number of videos viewed (696 million), while Machinima exhibited the second highest engagement (60 minutes per viewer) and number of videos viewed (347 million).

Top YouTube Partner Channels* Ranked by Unique Video ViewersJanuary 2012Total U.S. – Home and Work LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

50,563

695,947

61.8

Warner Music @ Youtube

29,718

187,672

27.5

Machinima @ YouTube

23,799

347,380

60.4

Maker Studios Inc. @ YouTube

12,505

135,301

47.4

FullScreen @ YouTube

11,579

50,292

17.6

Big Frame @ YouTube

8,167

42,106

18.8

BroadbandTV @ YouTube

8,016

29,695

15.8

Bigpoint @ YouTube

7,864

43,146

21.1

Blizzard @ YouTube

7,572

13,021

4.1

Demand Media @ YouTube

7,296

19,804

9.4

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Chart: Top YouTube Partner Channels by Unique Viewers (000)Content Videos January 2012Description: The January 2012 YouTube partner data revealed that video music channels VEVO (50.6 million viewers) and Warner Music (29.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.8 million viewers, followed by Maker Studios Inc. with 12.5 million, FullScreen with 11.6 million and Big Frame with 8.2 million. Among the top 10 YouTube partners, VEVO demonstrated the highest engagement (62 minutes per viewer) and highest number of videos viewed (696 million), while Machinima exhibited the second highest engagement (60 minutes per viewer) and number of videos viewed (347 million).Tags: Author: comScore, Inc.charts powered by iCharts

Other notable findings from January 2012 include:

84.4 percent of the U.S. Internet audience viewed online video.

The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.

Video ads accounted for 12.2 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.

About comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.